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How to overcome the intention–behavior gap in sustainable tourism: tourism agenda 2030 perspective article

Giampaolo Viglia (Faculty of Business and Law, University of Portsmouth, Portsmouth, UK and University of Aosta Valley, Aosta, Italy.)
Diletta Acuti (Faculty of Business and Law, University of Portsmouth, Portsmouth, UK.)

Tourism Review

ISSN: 1660-5373

Article publication date: 25 August 2022

369

Abstract

Purpose

This study encourages a quantum leap knowledge encouraging tourism researchers to measure actual behavior.

Design/methodology/approach

This study enhances the contribution of scholars to the achievement of Sustainable Development Goals; it is key to understand how to alleviate the distance between consumers’ intentions and behavior.

Findings

This study proposes a conceptual figure that shows how relative value, rationality and social desirability are the key determinants that hamper intentions in becoming behaviors.

Originality/value

This study encourages scholars to consider consumers’ perceptions and the relative value they attribute to sustainability in their decision-making and to conduct field studies that observe consumer behavior in the real world and measure not just the intentions, but what is actually happening.

设计/方法/途径

为了提高学者们对实现可持续发展目标的贡献, 关键的问题是要了解如何减少消费者的意图和行为之间的距离。

目的

我们想鼓励旅游研究人员测量实际行为, 成就一个飞跃性的知识。

结论

我们提出了一个概念图, 显示了相对价值、理性和社会期望是如何成为阻碍意图变成行为的关键决定因素的。

原创性/价值

我们鼓励学者们考虑消费者的看法和他们在决策中赋予可持续性的相对价值, 并进行实地研究, 观察消费者在现实世界中的行为, 不仅衡量意图, 更要衡量实际发生的情况。

Diseño/metodología/enfoque

Para mejorar la contribución de los estudiosos a la consecución de los Objetivos de Desarrollo Sostenible, es fundamental entender cómo se puede paliar la distancia entre las intenciones y el comportamiento de los consumidores.

Propósito

Queremos impulsar un salto en el conocimiento que anime a los investigadores del turismo a medir el comportamiento real.

Resultados

Proponemos una figura conceptual que muestra cómo el valor relativo, la racionalidad y la deseabilidad social son los determinantes clave que dificultan que las intenciones se conviertan en comportamientos.

Originalidad/valor

Animamos a los estudiosos a tener en cuenta las percepciones de los consumidores y el valor relativo que atribuyen a la sostenibilidad en su toma de decisiones y a realizar estudios de campo que observen el comportamiento de los consumidores en el mundo real y midan no sólo las intenciones, sino lo que realmente ocurre.

Keywords

Acknowledgements

Contribution of each author: Giampaolo contributed to the conception of the work and final approval of the version to be published. Both Giampaolo and Diletta have worked on drafting the article and critically revise the article.

Citation

Viglia, G. and Acuti, D. (2022), "How to overcome the intention–behavior gap in sustainable tourism: tourism agenda 2030 perspective article", Tourism Review, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/TR-07-2022-0326

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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